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DUREX

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by

Jacqueline Lee

on 7 February 2014

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Transcript of DUREX

DUREX
Content
1. Background information
2. Target Market
3. Competitors
4. Marketing Mix
5. 2 problems faced by durex
6. Recommendations
BACKGROUND INFORMATION:
TARGET market
PRICE
PRODUCT
PLace
PRomotion
Vision
Mission
recommendations:
MArketing MIX
PRICE
"Happy Pleasure" Variety Pack @
$17
Place
SOS Mobile App
How can we better improve the Marketing Mix?
competitors
Twist of target market
WHY?
25-34 Years old

62%
16-24 Years Old
25%
35-44 Years Old
11%
Others
2%
-Ownership of sexual health

Information
Knowledge
Actions
-Meeting the needs of people, via helping them make informed choices
-Raise awareness of
-Encourage
-Share knowledge and replicate best practice to
'prevention not cure'
consistent condom use
ensure safer sex
Market Leader


Pricing Objectives:

-Profit - Sales - Market Share

Relatively High prices
Pricing Strategy:

Product Line Pricing

Volume Discounts
Comparison with Okamoto's Pricing
- Price Comparison
- Pricing Strategies
Analysis:
Appropriate and Effective Pricing Strategies
Receptiveness towards Condom prices

-Always be prepared for
the unexpected



-Durex baby iPhone app
-Digital Love
-World AIDS Day 2013
#SomeonelikemeSG
DUREX
OKAMOTO
Facebook SG page
SG website
"Sense of Urgency" Condom at only

$0.99
!
Okamoto presents - condom on a zucchini
"FREEDOM PROJECT"
Markup product prices
-Video by Jinnyboytv
featuring Durex
Convenience
Vending Machine

-DU

-R

-Ex
-Female condoms

-Aroma flavoured

-"Durair" condom
rable
ange
Why?
Product
Singapore's culture
Embarrassment
Impluse goods
Female market is not fully tapped into
Raise awareness to females about the need to protect themselves
Knowledge
Actions
Men feel uncomfortable buying condoms
Women percieve condoms as something only for men
2 Problems faced by durex
Information
cellence
Full transcript